hampton roads regional section...a situational analysis of tourism in the region, which highlights...
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Hampton Roads Regional Section
Introduction
As a supplement to the Virginia State Tourism Plan, this section is dedicated to the Hampton Roads region. It is strongly suggested that the
Virginia State Tourism Plan be read in conjunction with this regional section.
The key elements of this regional section include the following:
A situational analysis of tourism in the region, which highlights the key tourism products, regional strengths and challenges, competitive
considerations, and other relevant information, is presented to set the framework for the regional strategy.
Key product themes of focus are identified and applicable objectives and strategies are presented for the five plan outcomes of Products,
Pillars (infrastructure), Partnerships, Promotions, and Policies for the Hampton Roads tourism strategy.
Action steps specific to the region, which are above and beyond the actions of the state level plan are outlined.
Stakeholders proposed to be involved in implementing the plan are also identified.
Key takeaways for the Hampton Roads’ tourism development in the next five years are outlined.
Process for Findings
Numerous factors formed the basis of Hampton Roads’ tourism strategy, including the tourism industry’s own vision for the region, an inventory
and analysis of the tourism assets currently offered, input and analysis of visitor information, and an analysis of the competitive environment.
These four key areas are further described below:
Industry Vision: The industry vision served as the foundation for the region’s strategy, based on input from approximately 1,300 responses
statewide, including stakeholders from Hampton Roads through workshops, surveys, and discussions. The desire among Hampton Roads
stakeholders is to build upon the region’s coastal and historical tourism assets and further diversify its tourism asset base, including additional
family-oriented attractions, active outdoor recreation, meetings, sports, and other features.
Tourism Assets: The Hampton Roads tourism assets were analyzed by the study team. This included the current mix of tourism products such as
attractions, visitor activities, hotel inventory, natural assets and topography, industry base, and socio-cultural character. The strengths and
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challenges of the region’s current characteristics such as infrastructure, road/air accessibility, partnerships, policies, and promotions were also
discussed with numerous key stakeholders and assessed. In addition to the study team’s personal experience of Hampton Roads, other input
contributed to an understanding of the existing tourism assets, including input from tourism stakeholders, VTC databases, local tourism
marketing information/promotional information from organizations such as the Coastal Virginia Tourism Alliance, DMOs, and chambers of
commerce, existing tourism plans for Newport News, Smithfield/Isle of Wright, and Virginia Beach, tourism industry associations, tourism
industry resources, PwC resources, and others.
Consumer Perspective: Research was analyzed on a global, national, state, and regional level. This research included visitor trends, activities,
perceptions/preferences, performance indications, and emerging elements. Macro trends impacting tourism such as population and demographic
trends, GDP/GSP, unemployment rates, consumer prices, personal consumption spending, gas prices, and other factors impacting tourism in a
broad sense were also analyzed.
Sources of research related to Virginia and Hampton Roads compiled by the VTC were analyzed, which included profiles of past visitors (by
traveler type, geography, season, and activity), traveler attitude studies, and other data. Profiles of past visitors (statewide) showed activities
engaged in which are offered in Hampton Roads, seasonality, party size, spending, demographics, income levels, travel distance and patterns,
duration of trip, travel party origin, and other relevant information. Attitude studies of past and prospective travelers provided additional insight
for Hampton Roads in terms of appeal, perceptions of tourism products, activities, and destination attributes as well as other relevant hub and
spoke travel behavior and activities engaged in by past and prospective visitors to Virginia. Visitor data was also analyzed against existing tourism
assets.
Visitor insights show Hampton Roads has a high favorability rating among past and prospective travelers, particularly higher income earners and
families. It was highly rated for being good for families, its accommodations, its overall atmosphere, and for being relaxing. The region is well
recognized for warm sunny beaches and being family-friendly and historic. Virginia’s beach/ocean and the Historic Triangle area were top of
mind features. In terms of outdoor recreation, Hampton Roads offers fishing, hiking, camping, golfing, paddle sports, and biking, but these were
not rated as prominent in visitors' minds. Furthermore, the majority of visitors to Virginia are likely to visit an ocean beach as well as visit a
historical site on a future vacation. However, traffic in the region is recognized as an area for improvement.
Additional state/regional sources included data on visitor spending patterns based on economic impact data in the region, state parks attendance,
welcome center statistics, Weldon Cooper Center for Public Service, the Economic Impact of Wine and Grapes on the State of Virginia, the
Virginia Surface Transportation Plan 2035, and other sources. Examples of national and international sources include data from the United
Nations World Tourism Organization, U.S. Travel Association, Office of Travel & Tourism Industries (OTTI), MMGY Global, Outdoor Industry
Association, U.S. Culture and Heritage Travel Council, National Trust for Historic Preservation, World Food Travel Association, National Parks
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Service, Smith Travel Research (STR), America's Byways, Woods & Poole, other U.S. government sources, travel industry publications and
articles, and other relevant sources.
Competitive Perspective: To understand the offering and competitive positioning of Virginia and the Hampton Roads region, research and
analysis was conducted which evaluated destinations, product offerings, market segments, and key strengths of competition on a regional basis
and analysis of products, tourism spending, product rankings, and best practices and trends in tourism product areas on a statewide/national
basis. For the Hampton Roads, the coastal areas of Maryland, North Carolina, and South Carolina were analyzed, which included Maryland’s
Ocean City and Baltimore areas, North Carolina’s Outer Banks, and South Carolina's Myrtle Beach, Hilton Head, and Charleston. We also
analyzed additional historical areas of Philadelphia and Washington D.C. More specifically, areas of those states were analyzed for key product
strengths. While there is diversity in the region, competitive insights show that similar coastal destinations offer beaches, water-oriented outdoor
recreation, family-friendly attractions, and coastal towns with heritage and culture. The region's generally family/value destination image may
overshadow higher-end elements available, and those higher-end images may be more prominent in competitive destinations such as Charleston,
Hilton Head, and the Outer Banks. The region’s historical assets are a critical benefit for distinction, though historic Charleston, D.C. and
Philadelphia also compete for the history-seeking traveler.
Sources of this competitive information included, but were not limited to, review of tourism marketing websites/promotional information,
tourism marketing and strategic plans, tourism organization annual reports, tourism industry publications and articles, rankings, available
consumer-oriented research (statewide) which addresses competition, and tourism companies (outfitters, tour guides, etc.).
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Tourism Situation The Hampton Roads region is situated in the southeast portion of
the state along the Atlantic Ocean and the Chesapeake Bay
coastlines. The region is bisected by the James River and
connected through a number of tunnels and bridges. With its water
presence, the region offers a variety of outdoor opportunities,
including beaches, but is also well known for its history experiences
with assets region-wide and for its appeal as a value destination to
families.
The region has over 1.6 million residents. The most populous cities
include Virginia Beach (438,000), Norfolk (243,000), and
Chesapeake (220,000). Hampton Roads is a well-established
tourism destination. It accounted for over $3.9 billion in travel and
tourism expenditures in 2011 (approximately 19 percent of the
state’s overall travel and tourism expenditures), which represents
the second largest share among the regions and an increase of 6.3
percent since 2007. While Hampton Roads comprises a significant
share of the state's tourism expenditures, and expenditures have
been growing, its pace lags that of the state overall.
The region has a number of established destination marketing
organizations and recently formed the Coastal Virginia Tourism
Alliance to serve as a regional destination marketing organization
for the Hampton Roads and Eastern Shore regions. The alliance has brought together
stakeholders among the region and has synergistic potential to enhance the profile of
the region.
Visitor data was also analyzed against existing tourism assets. Visitor insights show
Hampton Roads has a high favorability rating among past and prospective travelers,
particularly higher income earners and families. It was highly rated for being good
for families, its accommodations, its overall atmosphere, and for being relaxing. The
region was well recognized for warm sunny beaches and being family-friendly and
Regional Facts:
Region Population: 1.6 million
Largest Town/city: 438,000
Border States: NC
Interstates: I-64
Commercial Airports: 2
2011 Tourism Expenditures: $3.9 billion
2007-11 Expenditure Growth: 6.3%
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historic. Virginia’s beach/ocean and the Historic Triangle area were top of mind
features. In terms of outdoor recreation, Hampton Roads offers fishing, hiking,
camping, golfing, paddle sports, and biking, but these were not rated as prominent in
visitors' minds. Furthermore, the majority of visitors to Virginia are likely to visit an
ocean beach as well as visit a historical site on a future vacation. However, traffic in
the region is recognized as an area for improvement.
History and heritage is prominent in the region and have historically served as key
visitor strengths. Well-known attractions include Colonial Williamsburg, Historic
Jamestowne, Jamestown Settlement, Yorktown Battlefield, and the Yorktown Victory
Center. Historic homes and plantations are also located throughout the region.
Historical accommodations, such as The Cavalier, Williamsburg Inn, and
Williamsburg Lodge and Colonial Houses, are available in addition to the healthy
hotel inventory across chain scales, including upscale lodging as well as resorts such
as Kingsmill Resort & Spa and vacation ownership properties. However, a cited
challenge has been visitation declines related to historical experiences, highlighting
the importance of refreshing experiences in the region.
Furthermore, the region has a strong military culture, with maritime and military
history featured at museums such as Nauticus, the Mariners' Museum, the Naval
Shipyard Museum, Virginia War Museum, and Fort Monroe, among others. In
addition, the region is home to numerous military facilities including Norfolk Naval
Base, Camp Peary, Fort Eustis, Langley Air Force Base, Naval Air Station Oceana, and
others. However, the potential closure of bases and reductions to defense spending
are economic concerns for the area.
The outdoors is another strong element which is largely tied to the area's coastlines, including the beaches, Chesapeake Bay, and its rivers. The
Virginia Beach area has nearly 30 miles of Atlantic oceanfront, a paved boardwalk, and outdoor activities such as fishing, surfing, canoeing,
kayaking, and sailing. Outdoor enthusiasts can also participate in outdoor activities in other waterfront destinations including Norfolk, Newport
News, Hampton, Chesapeake, and Portsmouth, one of the four state parks, or national attractions such as Back Bay National Wildlife Refuge,
Great Dismal Swamp National Wildlife Refuge, and Plum Tree National Wildlife Refuge. Furthermore, Williamsburg has a concentration of more
than ten golf courses including courses at Kingsmill Resort, Colonial Heritage Golf Club, Tradition Golf Club at Kiskiack, and the Golden
Horseshoe Golf Club among others. Agri-tourism opportunities also exist in the region with opportunities to leverage Virginia's ham industry,
Highlights of Regional Lures/Strengths:
Colonial, Civil War, Maritime, Military history
Historic Triangle (Williamsburg, Jamestown,
Yorktown)
Notable Cities & Towns: Virginia Beach, Norfolk,
Newport News, Portsmouth, Chesapeake, Hampton,
Smithfield, Suffolk
The Beach
State Parks: 4
Interstate connectivity and airports
Convention Centers: Hampton Roads Convention
Center, Virginia Beach Convention Center
Military presence
Viewed as a family-friendly, value destination
Regional Challenges:
Traffic congestion
Somewhat limited attraction connectivity and
perceived distance of regional destinations
Differentiation from competition in nearby, coastal
destinations
Attendance issues related to historical experiences
Coastal seasonality
Image/perception issue to overcome
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particularly through the Smithfield Ham brand. While opportunities exist year-round for visitors with diverse experiences that extend the
traditional visitor seasons such as wildlife, meetings, events, and historical attractions, Hampton Roads as a coastal destination still faces a
seasonality challenge.
Notable cities in the region include Norfolk, Virginia Beach, Portsmouth, Hampton, Williamsburg, Newport News, Smithfield, Suffolk, and others.
The region is home to a number of arts and music venues ranging from Chrysler Hall in Norfolk to the Virginia Beach Amphitheater. Cultural
entities of note include the Ferguson Center, Sandler Center, Virginia Arts Festival, Chrysler Museum of Art, Virginia Opera, Virginia Ballet,
Virginia Symphony, and the Wells Theater.
Meetings are also a strong element for the region with a number of facilities, including the Hampton Roads Convention Center, Virginia Beach
Convention Center, Williamsburg Hotel & Conference Center, Norfolk Waterside Marriott, and Founders Inn & Spa, among others, providing a
range of meeting space options for corporate and association groups. The region offers a number of meeting options, but investment to ensure
immediate areas surrounding meeting spaces offer the hotel infrastructure, destination amenities, and transportation accessibility in order to be
competitive continues to be an area for attention.
Attraction anchors such as Virginia Beach and Williamsburg at each end of the region offer family-friendly attractions. In addition to the beach,
Virginia Beach has the Virginia Beach Aquarium and Ocean Breeze Waterpark, while Williamsburg has Colonial Williamsburg, Busch Gardens,
and Water Country USA. Norfolk also has the Virginia Zoo and Portsmouth is home to the Children’s Museum of Virginia. Furthermore, while in
the region, families can attend amateur and collegiate sporting events such as the Norfolk Tides, Virginia Destroyers, and Old Dominion athletics,
or events at the Hampton Coliseum or Norfolk Scope Arena.
With Interstate 64, which connects the region with the Shenandoah Valley, and two commercial airports, the region is accessible, yet traffic
congestion is recognized as a significant challenge (including congestion on the key I-64 artery running through the region). Traffic congestion
impacts visitation within the region and diminishes the potential for cross-visitation among destinations, including other regions in the state.
This transportation challenge is a potential limiting factor for future tourism growth in the region.
While there is diversity in the region, competitive insights show that similar coastal destinations offer beaches, water-oriented outdoor recreation,
family-friendly attractions, and coastal towns with heritage and culture. The region's generally family/value destination image may overshadow
higher-end elements available, and those higher-end images may be more prominent in competitive destinations, which may include Charleston,
Hilton Head, and the Outer Banks. The region’s historical assets are a critical benefit for distinction, though historic Charleston, D.C. and
Philadelphia compete for the historic-oriented traveler. Differentiation with competitors such as Myrtle Beach which is also known for its
beaches, boardwalk, family-friendly attractions such as amusement and water parks, and meeting facilities including the Myrtle Beach Convention
Center is a competitive challenge. Urban coastal locations, such as Norfolk, also face competition from cities such as Baltimore, which has
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invested heavily in redevelopment and established a cruise tourism business larger than Norfolk. In addition, while a number of experiences are
available to visitors in a relatively concentrated area, connectivity among attractions could be enhanced. Separation of key areas by bridges and
tunnels contributes to the sense of distance between attractions.
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Hampton Roads Strategy
Product Focus Areas
Based upon research and analysis efforts described and in consideration of the tourism situation, the following are identified as the primary and
secondary areas of product focus for Hampton Roads. The key definitions below describe these areas, which form the basis of the product
objectives.
Primary theme focus: Nature & Outdoor Recreation (including beach/coastline), History & Heritage , Town/City Centers, Meetings (Meetings &
Conferences), Commercial Attractions (Family-oriented), Events
Secondary theme focus: Arts & Music, Sports, Culinary (Dining, Wineries), Industry (Military, Corporate/Business Base), Commercial
Attractions (Cruise, Higher-end)
Those product themes identified as "primary" can generally be characterized as existing or growing product areas that within the next five years
should be further developed or enhanced in an effort to serve as (or support) primary draws for the area. Those categorized as "secondary" are
areas that in the next five years may realistically need a longer time horizon to develop into a primary draw for the region. Secondary may also
indicate areas that may be more niche focused, or those that are generally complementary/auxiliary product experiences to the primary draws in
the next five years.
Key Definitions
Nature & Outdoor Recreation - Relaxing and active experiences to enjoy Virginia's scenic natural environment and outdoors, including but not
limited to driving tours, hiking, biking, paddling, boating, fishing, hunting, observing wildlife, and others. Beach experiences are included.
History & Heritage - Experiences, structures, and sites that show Virginia and U.S. history and heritage
Town/City Centers - Refers to the central area of a destination, generally a downtown or main street area
Meetings - Refers primarily to facilities that serve the meetings market such as conventions, conferences, corporate meetings, trade shows,
exhibitions, trainings/seminars, and other group events
Commercial Attractions - Refers to tourism attractions designed for user entertainment and enjoyment and may not necessarily rely heavily upon inherent destination features. For Hampton Roads, this specifically refers to the higher-end/luxury attractions, family-oriented attractions (e.g.
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theme park), and cruise. Higher-end/luxury attractions may include spas, resorts, golf courses, and other experiences with upscale elements targeted to an affluent market.
Events - May include festivals, fairs, concerts, performances, tournaments/races (running, biking, swimming, kayaking, rowing, boating/sailing,
fishing, etc.), and other events. These events serve to further enhance other product themes.
Arts & Music - Visual, performance, and craft arts experiences and music of various genres and musical heritage
Sports - Refers primarily to facilities that host sports events and tournaments, including youth, amateur, college, professional, minor league, and
motorsports
Culinary - Includes wineries, breweries, distilleries, foodie/dining, and agri/aqua-tourism
Industry - Refers to products that leverage specific industry areas in which Virginia has a base. For Hampton Roads, this definition specifically
refers to military and corporate.
In addition, it should be noted that cultural heritage refers to the cultural and social characteristics of a region that are fundamental to
evaluating a tourism destination. Culture consists of the beliefs, behaviors, objects, and other characteristics common to the members of a
particular group or society. From a tourism perspective, visitors want to experience the local culture of a destination. This includes many
components, such as art and music of the region, history, local crafts, traditions, style and types of local food, architecture, religion, and distinctive
leisure activities. These are what make the cultural heritage of Virginia “authentic.” By its very nature, culture is interpreted by visitors in many
ways. Each region will have the opportunity to further define the regional “cultural” lures, based on information in this plan.
Objectives and Strategies
Applicable objectives and strategies are presented for the five plan outcomes of Products, Pillars (infrastructure), Partnerships, Promotions, and
Policies. Following the objectives and strategies are additional action steps specific to the region which are above and beyond the actions of the
state level plan. Additional action steps should be read in conjunction with action steps of the state level plan.
Strategies in the plan are assigned a priority/timing as high or immediate action (denoted by red) and medium or mid-term action over the next
five years (denoted by blue). The categorization of high or medium is both a function of priority and timing for the region. Those categorized as
"high'" can generally be characterized as existing or growing product areas that within the next five years should be further developed or enhanced
in an effort to serve as (or support) primary draws. Those categorized as "medium" are areas that within the next five years may realistically need
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a longer time horizon to develop into a primary draw, those that may be more niche areas, or those that are generally complementary/auxiliary
product experiences to the primary draws in the next five years.
Products
Nature & Outdoor Recreation
Nature & Outdoors Objective: Visitor experiences are further developed which highlight Virginia's natural beauty and natural assets
Strategy Priority/Timing Strategy Priority/Timing
Develop, maintain, and expand outdoor trails and water trails
Seek and maintain designations for National Scenic Byways and the Virginia Scenic Byways and Scenic Drives
Continue to develop and enhance 0utdoor experiences at parks, forests, recreation areas, nature areas, and preserves
Develop and enhance accommodations related to outdoor experiences
Leverage Virginia's waterfront areas
Additional Regional Actions:
Develop new trails and leverage current trails in the region,
including the Captain John Smith Water Trail, Capital Trail, U.S.
Bicycle Route 76, and the Washington Rochambeau Revolutionary
Route National Historic Trail. Develop urban trails and those
which help to connect destinations within the region. Trails related
to National Refuge Areas should be minimally invasive, yet allow
for select motorized access.
Continue to enhance park and recreation areas for visitors,
including kid-friendly activities at state and historical parks
Continue educational and experiential features for coastal and
other wildlife experiences, including coastal wildlife tours and
whale watching opportunities
Continue to leverage waterfront areas along the James River, York
River, Elizabeth River, Chesapeake Bay, and Atlantic Ocean for
both nature-oriented and commercial activities. This region is
fortunate to have developed and undeveloped coastlines. Beach
areas and commercial waterfront areas should continue to be
improved, including those beyond Virginia Beach, with
enhancements of waterfront accommodation offerings,
restaurants, retail, entertainment, and family-friendly activities.
Plans to redevelop Norfolk's Waterside Festival Marketplace, for
example, should continue to be pursued to enhance the
attractiveness of this urban waterfront area. Coastline areas
should continue to be accessed for trails, boardwalks, piers,
lighthouses, etc. and be used to tie in other visitor themes, such as
arts and music.
Maintain water accessibility through marinas and boat slip areas
and with visibility and accessibility to guides, outfitters, etc.
Ensure improvements are clustered and concentrated in strategic
areas that complement existing offerings
Continue to maintain Colonial Parkway national byway
designation and other state recognized scenic roads
Explore outdoor-related accommodations in strategic locations.
While the region is fortunate to have a relatively strong level and
wide variety of accommodations, including those which leverage
beach and coastal areas, additional outdoor-related
accommodations such as campgrounds and cabins may be
explored in strategic locations.
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Products (continued)
History & Heritage
History & Heritage Objective: History and heritage experiences are preserved, refreshed, and expanded
Strategy Priority/Timing Strategy Priority/Timing
Refresh history and heritage visitor experiences
Continue to connect history experiences
Invest in historic structures, sites, and attractions
Enhance historical experiences through accommodations
Additional Regional Actions:
Invest in the refreshment of history and heritage experiences to
ensure authentic, yet interesting and entertaining experiences for
all ages. Refreshment is critical for this region, where for example,
Colonial Williamsburg has struggled with attendance in recent
years. Others such as Fort Monroe are that are undergoing
redevelopment efforts and have the opportunity for new
investment in history/heritage experiences.
Continue to invest in preservation and maintenance of historic
assets, related to colonial, Civil War, maritime, and military
history. This includes prominent historical sites as well as historic
homes, such as Colonial Williamsburg, Historic Jamestowne,
Battleship Wisconsin, James River Plantations, and Fort Monroe.
Continue to enhance historic trails, including water trails to
connect historic experiences. The Hampton Roads region has the
opportunity to tie in a variety of historic experiences through
colonial, Civil War, military, and maritime history. These should
continue to be developed on a cross-destination and cross-theme
basis. Destinations outside the region such as Richmond and the
Chesapeake Bay region could also be connected.
Continue to use the Colonial Parkway as a connector for the
Historic Triangle
Explore the development of specific military and maritime trails
Continue to utilize the historic character of the region, including
colonial, Civil War, coastal/maritime history and explore the
development of additional historic accommodations such as hotels
and B&Bs
Continue to showcase the region's history and heritage through
events and festivals as well as personifying the culture of the
region through culinary, music, arts, and other visitor themes
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Products (continued)
Towns/City Centers
Town/City Centers Objective: Visitor experiences in town/city centers are improved to create attractive destinations
Strategy Priority/Timing Strategy Priority/Timing
Develop and enhance outdoor experiences in the town or city center
Take steps to align with standards of the Virginia Main Street Program and National Main Street Program
Enhance town/city center areas through development of the arts
Encourage the development of enterprises that enhance and balance the town/city center's current offerings and increase vibrancy
Establish and uphold guidelines for town/city center enhancement and redevelopment
Develop transportation that allows for enhanced connectivity within and to the town/city center
Additional Regional Actions:
Leverage coast-oriented nature of the area and continue to include
outdoor experiences in town/city areas, including green spaces,
parks, water features and plazas. Outdoor areas should display
maritime, military, history, and wildlife themes of the region. Kid-
friendly elements should also be incorporated.
Ensure works of regional artists are displayed, including those that
showcase the colonial, Civil War, military, and maritime
history/heritage, coastlines/beaches, wildlife, and iconic
representations of the area
Take steps for main street designations in strategic locations as the
region currently does not have any designations. While a number
of the towns/cities in the region are well developed such as
Norfolk, Virginia Beach, etc., others in the region have the
opportunity to further distinguish themselves through the
designation.
Enhance the mix and balance of business offerings in strategic
locations, which involves a balance of offerings in a concentrated
area, including unique dining and retail. For a well-developed
area like Virginia Beach, for example, plans for additional hotel
development to support convention business and an
entertainment center should continue to be pursued as well as
continued beachfront improvements. Further development of
nightlife experiences should also be explored in strategic locations.
Continue to enhance transportation options in the town/city
centers in the region, similar to options available such as Norfolk's
light rail, Virginia Beach's Wave trolley, and Colonial Williamsburg
shuttles
Include personal mobility options such as rentals for bikes,
Segways, golf carts, scooters etc.
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Products (continued)
Meetings
Meetings Objective: Facilities to attract meetings (conventions, conferences, corporate meetings, trade shows, exhibitions, trainings/seminars, etc.) are built and improved to maximize economic impact and community value
Strategy Priority/Timing Strategy Priority/Timing
Develop and expand group event facilities in strategic locations
Enhance meeting facilities through supporting elements
Additional Regional Actions:
Continue to explore opportunities for enhanced meetings business
in strategic locations in the region. While Hampton Roads benefits
from multiple convention, conference, and convention hotels,
including the Virginia Beach Convention Center, Hampton Roads
Convention Center, the Williamsburg Hotel and Conference
Center, the Norfolk Marriott Waterside and others, opportunities
may exist to further penetrate the meetings market through
additional hotel meeting space. Opportunities to leverage
college/university facilities may exist. Efforts to develop new
space and enhance current space should continue to be studied.
Continue to explore the development of supporting amenities for
meeting facilities. Virginia Beach has pursued the development of
a headquarter hotel and entertainment center which should be
continued. Historic sites, homes, unique museums, and others
should continue to be utilized for off-site visitor options.
Commercial Attractions
Commercial Attractions Objective: Commercial attractions are increased
Strategy Priority/Timing Strategy Priority/Timing
Explore the development of family-oriented commercial attractions
Maintain and explore expansion of cruise tourism
Explore the development of commercial attractions designed for a higher-end, luxury market
Additional Regional Actions:
Maintain and enhance family-oriented attractions in the region,
including Busch Gardens, Virginia Zoo, Virginia Aquarium, water
parks, children's museums, and others and continue to explore
opportunities to develop complementary family attractions in a
concentrated area, which may include smaller-scale themed
developments
Continue to incorporate kid-friendly elements within existing
attractions and events, including historical attractions and events
and festivals
Explore the development of higher-end attractions. While the
region has broad family and destination appeal, additional higher-
end opportunities should continue to be explored, which may
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include a signature golf and spa resort added to Williamsburg's
concentration of golf as well as additional, coastal/beach resort,
and urban opportunities. Feasibility of these new developments
should be carefully studied.
Work with cruise companies to ensure service offerings are
maintained and explore the potential for expanded service,
additional stops for port of call, "cruises to nowhere," and smaller
scale ship rentals.
Work to mitigate impacts from new EPA rules taking effect in 2015
that will increase cruise operating costs. Seek opportunities to
shift business from the Baltimore Port during this change in the
industry
For cruise tourism, enhance destination elements related to tours,
activities, entertainment, hotels, dining, shopping,
accommodations and transportation to strengthen appeal for
cruise visitors and encourage longer stays in home port
Products (continued)
Events
Events Objective: Events which leverage Virginia's tourism assets are created and expanded
Strategy Priority/Timing
Enhance and develop events which promote the key visitor themes
Additional Regional Actions:
Develop and enhance signature events for the region, which
promote and reinforce key visitor themes, including history,
military, maritime, sports, and family. Examples may include
outdoor-related events such as marathons, races, boating events,
and other outdoor competitions, culinary events that feature
aquaculture of the region, arts events, and other events that
highlight the colonial, Civil War, maritime, and military history
and heritage of the region, and others.
Use events to extend visitor seasons and attract visitor seasons
during the traditional off-season
Tie in multiple visitor themes in events, where appropriate, which
may include coastal event locations, local agriculture, local artists,
music, history/heritage, and others
Continue to leverage commemoration opportunities as well as
annual opportunities to celebrate Presidents Day, Independence
Day, Veterans Day, Memorial Day, etc.
Coordinate events among multiple towns/cities in the region to
avoid duplication, and pool resources and efforts regionally to
attract major events and festivals
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Products (continued)
Arts & Music
Arts & Music Objective: Visitor experiences related to music and arts (performance, visual, craft, etc.) are created and enriched
Strategy Priority/Timing Strategy Priority/Timing
Develop and enhance music and performance art venues
Add art to public spaces
Enhance and develop music and art trails
Develop and enhance concentrated arts experiences
Additional Regional Actions:
Maintain and explore enhancement of the region's performing
arts, visual arts, and music venues to continue to attract artists,
musicians, and events. Explore the development of additional
facilities in strategic locations, which does not replicate
development in neighboring towns/cities.
Explore the development of art trails, which connect destinations
in the region for visual arts
Ensure works of regional artists are displayed, including those that
showcase the colonial, Civil War, military, and maritime
history/heritage, coastlines/beaches, wildlife, and iconic
representations of the area
Continue to develop arts and cultural districts
Use events and festivals to raise the profile of arts and music of the
region, including seasonal event experiences
Sports
Sports Objective: Facilities for participant and spectator sporting events are enhanced and developed
Strategy Priority/Timing Strategy Priority/Timing
Develop and enhance youth and amateur athletic facilities Develop and enhance spectator sport facilities for minor or
professional sports
Develop and enhance college and elite athletic facilities
Additional Regional Actions:
Explore further development and enhancement of youth/amateur
sports facilities to continue to penetrate the sports market. This
may include investment in maintenance of fields, facilities, and
marquee venues, field expansion, and complementary sport
facility development.
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Continue to leverage family-friendly and value-oriented
destination features of the region to attract youth/amateur events
Continue to leverage visitor opportunities from college athletics,
including Old Dominion and the College of William and Mary,
related to visiting teams, fans, and family members and encourage
facility enhancement, as needed, to ensure continued sports
program strength
Maintain facilities for Norfolk Tides and Virginia Destroyers
Continue to pursue opportunities to attract professional sports
teams, such as an NBA team. A professional franchise has the
opportunity to raise the profile and visibility of the region and
benefit tourism. However, feasibility related to new arena
development and the estimated impact on tourism should be
studied.
Products (continued)
Culinary
Culinary Objective: Culinary visitor experiences (wineries, agri-tourism, dining, etc.) are established and expanded
Strategy Priority/Timing Strategy Priority/Timing
Expand wine tourism experiences Build reputation as a destination for dining and continue to
develop unique restaurant experiences
Develop tourism related to Virginia's growing breweries and distilleries
Develop and expand trails to enhance culinary experiences
Develop and enhance visitor experiences related to Virginia's agriculture and aquaculture products
Additional Regional Actions:
Maintain winery opportunities in the region and enhance winery
experiences through expanded visitor opportunities on-site such
as B&B, food service, retail, arts, events, etc.
Explore the development of brewery experiences as these
experiences emerge for Virginia across the state and enhance on-
site experiences such as food service, retail, arts, events, etc.
Explore the development of aquaculture opportunities with the
vast coastline of the region. With visitor concentration in the
region, aquaculture opportunities for visitors may help to raise the
profile elsewhere in the state.
Continue to develop agriculture and farmer market experiences in
the region with on-site opportunities for B&B, food service, retail,
arts, events, etc.
Build distinctive dining experiences in the region, leveraging the
beach and coastal locations through seafood
Leverage wine, brewery, and agriculture to build and enhance
culinary experiences in the region through cross-theme trails that
connect destinations in the region
Continue to use events and festivals as a platform to enhance the
culinary profile of the region, tying in heritage, arts, music, and
other visitor themes
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Products (continued)
Industry
Industry Objective: Other visitor experiences, which leverage Virginia's economic strengths and specialized industries are enhanced and created
Strategy Priority/Timing Strategy Priority/Timing
Leverage military assets
Leverage strong corporate and business base
Additional Regional Actions:
Leverage military assets and heritage in the region. Use master-
planning opportunity to further enhance Fort Monroe and connect
military experiences (heritage and current assets) in the region
through military-themed trail.
Continue air show events and explore use of naval ships for
hosting special events, including sports events, attracting military
personnel, veterans, residents, and tourists
Continue to leverage military presence in attracting reunions to
further enhance group business. Attractions should explore
creation or expansion of facilities that may accommodate group
business, including facilities for group/tour function, reunion
events, social functions, etc. as well as ensuring parking
infrastructure available for tour buses, RVs, large vehicles, etc.
Explore educational and experiential attractions, which may
include tours of active assets, interactive museums and exhibits,
events of celebration and commemoration, hands-on experiences
with old equipment and vehicles (in a kid-friendly manner),
opportunities to meet and interact with soldiers and veterans, and
development of military experiences, such as simulated training
camps and war games
Continue to leverage and support the corporate and business base
in the region. This includes corporate, industrial, military, and
Department of Defense business which drives business visitation.
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Pillars
Strategy Priority/Timing Strategy Priority/Timing
Transportation Objective: Strategies to improve transportation are developed and executed
Initiate concerted strategy to improve road transportation for tourism
Explore increased air access, rail, and mass transit for strategic locations
Wayfinding Objective: Visitor wayfinding is improved
Ensure signage and visitor information is visible and available through multiple points
Invest in technology infrastructure (Wi-Fi, cell reception, GPS, etc.)
Reinforce community sense of place
Education & Training Objective: Tourism education and training programs are continued and enhanced
Enhance training and education of tourism workforce Ensure tourism education programs are continued for
students
Research Objective: Tourism research is available which supports tourism development and marketing initiatives
Continue to engage in or obtain research on visitors
Additional Pillar Action Steps:
As a region, ensure tourism stakeholders are involved with other
regional leaders in transportation planning initiatives, including
improvements or expansions of bridges, tunnels, and highways as
a means to alleviate traffic. Traffic congestion is a significant issue
for the region, including congestion on the key I-64 artery running
through the region. It is important for tourism that transportation
plans which will improve the visitor experience and resident
quality of life are addressed expeditiously and with cohesive
support from tourism stakeholders.
Prioritize road plans of VDOT and local transportation authorities
anticipated to have strongest impacts and benefits on tourism and
work with transportation and government leaders to achieve
benefits for tourism and project completions
Work with airport and airline leaders to explore opportunity for
additional air access given reductions in flight service that have
occurred with the AirTran/Southwest merger, including new
routes, emphasis on existing routes, etc. and opportunities to
incorporate marketing strategies
Continue to explore expansion of light rail options in downtown
Norfolk and those that connect destinations in the region such as
Virginia Beach to Norfolk as a means to ease up congestion
Explore additional rail and high speed rail options as ways to ease
up congestion. Proposed projects include the I-95/I-64 Intercity
Passenger Rail Project and the Southeast High Speed Rail Project.
Explore opportunities to increase use of ferry transportation and
ensure visitors are aware of such alternatives
Continue to provide visitors with information on transportation
alternatives through numerous channels such as mobile devices,
visitor center staff, maps, and other means
As a region, ensure tourism stakeholders come together to work
with VDOT related to signage issues
Pursue opportunities to refine the sense of place that visitors may
have when traveling across the region. With numerous towns and
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cities in close proximity, the aesthetic feel of these localities may
blend, lessening community distinction. As such, opportunities to
further brand individual destinations through signage,
landscaping, arts, architecture and other means should be
explored.
Continue to engage in research efforts that explore topics such as
cross-visitation studies between various localities in the region,
and understanding past and potential visitor needs and preference
for elements which may improve the visitor experience, such as
increased attraction quality, alternative transportation options,
and improved hotel accommodations
Partnerships
Strategy Priority/Timing Strategy Priority/Timing
Tourism Organizations Objective: Organizations to lead tourism initiatives are strengthened or formed
Create and strengthen tourism organizations
Government Objective: Collaboration among government organizations at the local, state, and federal levels for tourism initiatives is improved
Increase communication, planning, and coordination among government entities
Connectivity Objective: Connectivity among tourism attractions, businesses, and destinations is improved through partnering
Develop and enhance communication and partnering among Virginia tourism industry stakeholders
Increase coordination and collaboration among stakeholders that share interests in tourism assets outside of Virginia
Additional Partnership Action Steps:
Continue Coastal Virginia Tourism Alliance to unite the region
with regional branding and marketing efforts. Consider expansion
to include other coastal areas such as the Chesapeake Bay region,
including the Middle Peninsula and Northern Neck.
Continue to improve intra-government communication among the
multiple destinations as stakeholders work as a region with VDOT
to address transportation and signage solutions and stakeholders
address other tourism initiatives
Continue to package attractions similar to group ticketing
packages offered through Historic Triangle attractions. Seek
opportunities for attraction packaging among destinations in the
region as well as other proximate areas, which may include
Richmond.
Continue collaboration with the private sector for economic
development efforts such as new hotel, conference center, and
entertainment areas (includes proposed developments in Virginia
Beach and Norfolk)
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Promotions
Strategy Priority/Timing Strategy Priority/Timing Government, Business & Resident Objective: Efforts to promote and educate government leaders, the business community, and residents on tourism initiatives and benefits are continued
Communicate and inform local and state government officials on tourism benefits and initiatives
Communicate and inform tourism industry stakeholders, including partners, the business community, and residents on tourism initiatives and benefits
Economic Development Objective: Tourism promotion efforts for economic development are enhanced Enhance promotion of Virginia to potential tourism investors, businesses, and developers to generate economic development
Connectivity Objective: Virginia is positioned based on the lures of tourism assets with a strategy to improve connectivity among destinations, attractions, and visitor themes
Enhance and create visitor itineraries and packages
Enhance and develop themed trails
High Impact Markets Objective: Visitor markets with high impact continue to be targeted, while new markets are explored
Continue to identify and evaluate key geographic and thematic target markets for promotions
Additional Promotion Action Steps:
Develop communication plans for government officials, tourism
stakeholders, businesses, and residents and continue to educate
and inform officials on tourism benefits (qualitative and
quantitative based on research) as well as ongoing initiatives for
economic development through various means
Identify and engage key opinion leaders in the region, which may
help to serve as ambassadors for the tourism industry and aid in
the education and promotion of tourism to government leaders,
funding efforts, and development initiatives
Continue to package attractions similar to group ticketing
packages offered through Historic Triangle attractions. Seek
opportunities for attraction packaging among destinations in the
region as well as other proximate areas, which may include
Richmond.
Explore additional trail development for greater connectivity in
the region, which may include outdoor recreation trails, military-
theme trail, and others
Continue to maximize opportunities for national and international
promotion given the draw of the region with distinctive history
elements and beaches
Continue thematic promotions related to major visitor themes as
well as niche markets, such as military, wildlife, etc.
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Policies
Strategy Priority/Timing Strategy Priority/Timing
Funding Objective: Funding is available for tourism growth
Enforce policy for use of tourism tax revenues collected by localities
Create sustainable funding policies for tourism marketing and development for communities
Tourism Policies and Programs for Assistance Objective: Tourism policies and programs which provide assistance for growth and development are enhanced
Continue and enhance programs which support tourism marketing
Continue to evaluate policies which encourage an attractive tourism business environment
Continue and explore improvements for programs which support tourism product development
Educate public and private sector stakeholders on legislative policies and programs impacting tourism
Explore establishment of assistance program for tourism businesses
Tourism Policy for Government Objective: Policy for government cooperation is created to assist and support the tourism industry Establish policy for cooperative guidelines and arrangements for cohesive government approach to the tourism industry
Preservation Objective: Policies and programs designed to preserve historical, cultural, and natural assets are maintained
Uphold policies and programs which promote sustainability and preservation of historical, cultural, and environmental assets
Additional Policies Action Steps:
Explore the development of a tourism council at the community
level in localities where policy enforcement is recognized as an
issue. The council should be comprised of public and private
stakeholders that are responsible for overseeing the use of tourism
tax revenue in the community.
Identify local liaisons or advocates which can work to address
policies and programs, including the creation of Tourism Zones
and national grant and assistance programs
Continue to explore alternative creative funding solutions to
achieve community solutions and work with local governments,
where appropriate, to secure dedicated funding that could be
reinvested for tourism marketing and development purposes.
Garnering widespread support from tourism stakeholders and an
advocacy effort of the industry will be important in influencing
government leaders. For tourism development, the formation of a
tourism development fund at a local level could be explored.
Explore the development of tourism business assistance programs,
such as incubators, through local governments, small business
administrations, and economic development departments, as
appropriate, to seek support and assistance for tourism businesses
Continue to evaluate business policies, ordinances, codes, etc. at
the local level that may impact visitation and tourism business
growth. Local policies and their enforcement may vary throughout
the state, and it is critical for local stakeholders to collaborate on
efforts to create or amend policies which will positively impact
tourism.
Continue to engage in preservation and sustainability efforts at the
local level, regarding historical, cultural, and environmental assets,
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including seeking Virginia Green Certifications and LEED
certifications for new development
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Key Stakeholders
The below list of regional and universal stakeholders illustrates the types of stakeholder groups that may be involved in implementing the State
Tourism Plan and the region’s strategies and action steps. The lists are comprehensive, but not necessaily exhaustive. In addition, regional
stakeholders include local and regional government offices, economic development offices and planning district commissions. The list of regional
stakeholders highlights organizations specific to Hampton Roads, including those organizations identified as having tourism marketing
representatives, while universal stakeholders includes a broader list comprised of key organization types, statewide organizations, state
government entities, and federal organizations.
Regional
Charles City County
Chesapeake Convention & Visitors Bureau
City of Portsmouth Department of Marketing
and Communications
City of Suffolk Division of Tourism
Coastal Virginia Tourism Alliance
Greater Williamsburg Chamber & Tourism
Alliance
Hampton Convention & Visitors Bureau
Isle of Wight, Smithfield, Windsor Chamber
of Commerce
Newport News Tourism Development Office
Smithfield & Isle of Wight Convention &
Visitors Bureau
Surry County Administrative Office
Virginia Beach Convention and Visitors
Bureau
Visit Norfolk
York County Tourism Development
Universal
Art/Music Programs
Artisan Center of Virginia
Attraction Management
Chambers of Commerce
Colleges (including community)/Universities
Council on Virginia’s Future
Department of Agriculture and Consumer
Services
Department of Business Assistance
Department of Conservation & Recreation
Department of Environmental Quality
Department of Forestry
Department of Gaming & Inland Fisheries
Department of Historic Resources
Department of Housing & Community
Development
Department of Rail and Public
Transportation
Department of Transportation
Destination Marketing Organizations
Downtown Development Associations
Educational Institutions
Environmental Organizations
History Foundations/Non-Profit
Organizations
Horse Breed Associations
Hospitality Associations
Keep Virginia Beautiful
Local Arts Organizations
Local Downtown Development Associations
Local Government (Town/City/County)
Military Associations
National Park Service
National Refuge Service
National Trust for Historic Preservation
Non-Profit Arts & Music Organizations
Non-Profit Organizations
Planning District Commissions
Preservation Virginia
Private Businesses
Sports Associations
State Government Departments
State Legislators
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Urban Forest Council
Virginia Association of Convention and
Visitor Bureaus
Virginia Business Incubation Association
Virginia Chamber of Commerce
Virginia Commission for the Arts
Virginia Community Development
Corporation
Virginia Downtown Development Association
Virginia Economic Development Partnership
Virginia Farm Bureau
Virginia General Assembly
Virginia Green
Virginia Historical Society
Virginia Horse Shows Association
Virginia Hospitality & Travel Association
Virginia Marine Resources Commission
Virginia Music Associations
Virginia Tech Community Design Assistance
Center
Virginia Tourism Corporation
Virginia Wine Board
Virginia Wine Marketing Office
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Regional Strategy Takeaways
It is the combination of tourism products which create a destination, and as such, these
combined strategies are meant to build Hampton Roads as a destination in a
sustainable manner and maintain the character and authenticity of the region. The
strategies outlined are intended to build upon Hampton Roads’ core strengths, enhance
visitor experiences, and ultimately enable the region to increase tourism. When unique
and genuine tourism experiences are connected or clustered in offering, destination
appeal and strength is increased, allowing the region to compete more effectively
against other destinations. Hampton Roads has the opportunity to do just this by
growing its tourism asset base and connecting visitor experiences to increase tourism
and enhance competitiveness.
Hampton Roads has the opportunity to build upon its tourism assets and diversify its
tourism base in the region combining beach and coastal experiences, urban
destinations and small towns, history and heritage attractions, and a variety of other
visitor activities in a family-friendly environment. The waterfront with coastlines and
beaches will continue to be a standout feature for the region with potential to further
leverage destination offerings for family-oriented attractions, youth sports, and
meetings. Coastal recreation, waterfront activities, and nature experiences blended
with arts, music, museums, and other attractions in more urban areas further add to
the regional appeal. The region’s rich history, ranging from the Historic Triangle as
well as military heritage throughout the area, increase the depth of the visitor
experiences that help to set it apart from other coastal destinations. Integrating and
further connecting these visitor experiences will be an important competitive
differentiation element as the combination of the outdoors, history, and other visitor
attractions increases the strength of Hampton Roads as a destination.
High-Level Regional Takeaways:
Leverage history and outdoors, including the
beaches and coastlines of the region as unifying
themes, enhancing coastal and interactive history
experiences
Continue to improve transportation options for
visitors and residents through mass transit and road
transportation improvements
Develop complementary products which diversify
the tourism bases as well as signature experiences,
including those that extend visitor seasons,
including family-oriented experiences and events
Cluster new development and enhance connectivity
Maintain character and authenticity and create new
development in a sustainable manner
Continue to collaborate regionally through Coastal
Virginia